Adopt a costumer - to design new processes and packagings

The paper describes a method of research and project developed in collaboration with the well-known food company named Barilla, which involved our Department in the elaboration of new concepts for their products. The name of the process is “adopt a customer” with reference to the close cooperation of the students with the consumer throughout the evolution of the project, from the survey to the prototype. In the first phase, the designer 'tutor' draws a broad overview of the person, to better understand the phase of qualitative collaborative research on the user's experience. The first results cross-referenced with the quantitative trends provided by the company, identify the needs and weak points to solve in the project. Everything is carried out in design for all perspective, trying to avoid exclusive elements and not to create too specific products. A continuous update would also ensure to offer a product in evolution with the needs of tomorrow's society.